Year: 2023
Type: article
Abstract: The article deals with neuromarketing research which is a new methodological area in the system of contemporary approaches in the sphere of marketing information collection and analysis. The author considers the parameters that must be studied when conducting neuromarketing research, which are used by specialists to determine the emotional reactions of the target audience to marketing stimuli. The main types of biometry that are used to measure the parameters of biological activity of respondents as well as the technologies and tools that are used to obtain marketing information in the implementation of research procedures in the direct and indirect approaches are described. The main channels of influence of neuromarketing research specialists on respondents' sensory perception of objects under study are indicated. The advantages and disadvantages of the method, as well as the areas of its possible use in marketing are considered.
Author: O. KOVALEVA
Institution: Belarusian State Economic University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4379231007